We were tasked with uncovering potential audiences, testing messaging and visuals, as well as landing pages, to understand and project potential KPIs.

Once we had initial benchmarks, our goal was to improve the performance, polish the messaging, and help the client raise the necessary capital by showcasing initial achievements.

The Canadian tax industry is very competitive. TurboTax and H&R Block are the giants in the space. SimpleTax came along with any innovatively easy product and fun product that challenged the status quo. The brought fun to a stale space. My job was to efficiently bring in new customers to simpletax.ca through primarily paid search, and assisted with paid social activities. It was very important the message was 'on brand' which had a more 'fun' approach than the competitors. We also had tight CPA requirements as the payment model was a 'pay what you want' or donation model.

Goodfair is an online recycled clothing retailer focused on reversing the negative effects of consumerism. Unlike ThredUp or a normal thrift store, customers purchase "product categories or bundles" and are sent an eclectic mix of items adding a mystery element to the experience.

Challenges:

• Often sold out of in-demand product categories, making it hard to scale top-performing ads
• Didn't have a consistent stream of new content
• Always had an abundance of low-converting product categories that they wanted to push

Strategies:

• Immediately created evergreen ad content that converted well and was scalable since it wasn't tied to a specific product
• Worked with the client on an influencer outreach plan to build up their asset library—used this content to create eye-catching videos that focused on the styling of the products, while also highlighting Goodfair's mission
• Pitched the client on product-specific influencer outreach initiatives to get more creative (and hopefully higher converting) content featuring the products that were a tougher sell

Improve ROAS and allow the owner to focus on other aspects of the business.